Geely on a mission to show Chinese capabilities

Geely, China’s largest independent automaker, isn’t ready to sell cars in the US yet, but it took a major presence at the show in order to show that its technology is innovative and original.

The company showed a number of China-market sedans, hatchbacks and coupes – as well as a version of the LTI TX4 London taxi, which Geely builds under license in China. But while most of these cars are unlikely to be sold in the US or Europe - only the FC small sedan, 100% developed in-house, has a chance of being adapted for exports to developed markets. Li rather grandly described the system as “our gift to mankind”.

Geely instead is focusing on its capabilities at Detroit. Chairman Li Shufu spoke at length about an electronic tyre blowout safety system the company has developed called BBMS. “People do not believe that Chinese brands are doing innovative work. We want to show that we are.”

Meanwhile vice-president Frank Zhao explained how the company was building new assembly plants in China to give it a total capacity of 1.7 million units by 2015 though no less tan nine facilities. He said the company would pursue “a very aggressive overseas manufacturing plan”, including up to six assembly plants around the world – including one in Europe, and one in Mexico, which is already under construction.

He said Geely would launch 15 new models in the next three-to-five years, as well as engines including self-developed, Euro V-compliant 2-litre diesels. The pace was rapid, he said: “In the past five years, Chinese brands have achieved what it took Japanese and Korean brands 20 years to do.” The key was to switch from ‘made in China’ to ‘developed in China’, he added.

Asked when Geely would start operations in the US, Li Shufu’s response was enigmatic. “It is a tough question. We will do it when you welcome us here.”